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ORTA’S 3D World Of Travel

ORTA’s New Denim Route immerses you in a 3D world of travel, stories, and fabric possibilities in a gaming, and ‘zenfulness’ unique experience. They invite you to always take the scenic route with their new VR denim journey, a world and industry-first experience that combines the awe of traveling in a hot air balloon with gaming gestures that let you explore ORTA’s leading denim fabrics. ORTA developed this VR denim journey as a sustainable way to engage more personally with their customers.

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VR Offers A Whole Body Experience

Personal, one-on-one visits always make a difference. However, digitalization has offered a way to seamlessly change everything from the real world to online very fast. The pandemic has made ORTA realize how unsustainable it is to travel to another country for just for an hour meeting, often back and forth on the same day, plus the carbon footprint and time-lost, it is not the way they can sustain their actions in a world that is digital and eco-modern. While virtual presentations were a fast solution to connecting with each other, they learned that virtual presentations weren’t engaging enough in presenting their collections and the experience of the fabrics and textures they develop.

So, they needed another medium to make their customers live this experience, and VR offers a whole-body experience that is relaxing play that lets you explore, instead of passively watching.

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The Collaboration With Muse VR

Developed in collaboration with Muse VR, The VR journey is the extension of ORTA’s ‘New Denim Route,’ an industry-leading impact platform. It takes you on a sensory-emotional experience that is both exhilarating and peaceful, using a hot air balloon ride as its navigation floating you on a scenic route of ORTA’s origins and earth-derived fabric and dye inspirations.

The ORTA VR Journey is an interactive and multiplayer VR experience. Muse VR created a ‘6 degrees of freedom’ experience which mean you can virtually walk into the space, move around, touch things for a hyperreal, life-like engagement.

Truly One Of The First Of It’s Kind

ORTA’s VR Denim Experience is truly one of the first of its kind, allowing participants to view by fly, walk, VR, and orbit modes. The journey enables viewers to experience the beauty of Turkey’s famous destinations side-by-side with realistic 3D representations of the fabrics. For example, users can roam around in destinations like the original Silk Route marketplace of Sultanhan Caravanserai, stand immersed in its ancient architectural stone arches, walkthrough floating jeans and fabrics, ‘touch’ the garments to see the textures up close, and approach an ORTA beacon that transforms into the virtual showroom, where you can engage more intimately with the materials in a 3D setting.

The scenic route also includes the enchanted terrains of Cappadocia; the snow-capped majestic Mount Erciyes; Tuzla Lake and the lush fields surrounding Kayseri, the home of ORTA’s world-class factory and ORTA Lab.

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Surreal Meets The Real

The surreal-meets-the-real is the aim of ORTA’s New Denim Route VR Journey, and it was purposely created with the intention of bridging mindfulness and discovery as a denim experience. What makes this experience unique is that it is on a multiplayer platform, where an individual or a team can join ORTA and experience the journey together.

Muse VR About The VR Denim Journey

“We were excited to collaborate with ORTA on developing this unique VR denim experience. The challenge for us was to bring the fabrics to life working in a new genre of storytelling via VR, which the media itself is still developing and has its own difficulties. Trying to tell engaging information of ORTA’s quality products among beautiful destinations, while meeting physically in a virtual world, getting in touch, collaborating, communicating with avatars, feeling the beauty of architecture, landing and immersing in another world was a thrilling challenge. Exploring opportunities of interactive storytelling with ORTA in a new idea and was total adrenaline for me and my team,” explains Talat Alkan, founder, Muse VR.

While its cinematic quality and engaging 3D interactions deliver a calming and thrilling experience, the VR Denim Experience’s true purpose is to extend ORTA’s sustainability handprint mission to reduce waste.

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ORTA About The VR Denim Journey

“Our offline-online collection presentation with the kit and here4good website and now as a continuum VR is all in support of our aim to reduce waste in the selling and sample process, where after a customer selects the fabrics they want to work with, the samples developed become idle or ‘waste.’ We realized that all the footprint caused during the production of samples to only have them becoming waste afterward is unacceptable. We needed to find a solution to this. And this VR Denim Experience we created is our solution. Now it is time for our customers to live it and embrace this innovative presentation as a next step,” explains Zennure Danisman, Orta’s Marketing, and Washing Manager.

“We plan to expand our digital offerings in our aim to create the most eco-conscious fabrics with 100% transparency while elevating the physical and emotional durability of our fabrics. These goals are very interconnected with our commitment to supporting the health and wellness of people and planet as we strive towards a waste-free denim world” adds Dr. Sedef Uncu Aki.

Experience The World’s First VR Denim Journey

You can book your experience now with ORTA via: marketing@ortaanadolu.com.

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Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.